Investigating Experiential Value in Creative Industries

• Main Authors: Yi-Ting Chen, 陳依婷
• Other Authors: Chiu, Yen-Ting
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/50026491461972101080

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === This study takes “Ten Drum Ciatou-Creative Park” as an example to analyze the relationship between perceived fit and experiential value on visitor’s satisfaction and loyalty. Further, the impact of visitor’s cultural level was investigated. A total of 280 valid questionnaires were collected at Ten Drum Ciatou-Creative Park, resulting in an effective return rate of 93.33%. SPSS and SMARTPLS2.0 were used for data analysis. The results show that perceived fit positively impacts experiential value and visitor’s satisfaction. Further, experiential value and visitor’s satisfaction positively influence loyalty. Experiential value also positively impacts satisfaction. Visitor’s cultural level positively moderates the relationship between experiential value and satisfaction. Based on the findings, suggestions are provided to operators of the creative industry, by describing the current industry condition and outlining future management strategies for sustainable operation in the cultural and creative industries.